Lesson 6.1 – Branding.

Lesson 6.1 – Branding

Branding Branding & Licensing
LESSON 6.1 Branding & Licensing Branding Branding describes a company’s or event’s efforts to develop a personality and make its products or services different from the competition Events are often branded to aide in marketing efforts Branding: The use of a name, design, symbol, or a combination of those elements that a sports organization uses to help differentiate its products from the competition

Branding Mechanisms Slogan Brand Mark Logo Trademark Graphics
LESSON 6.1 Branding & Licensing Branding Mechanisms Branding Efforts Often Include the Use Of: Slogan Brand Mark Logo Trademark Graphics

LESSON 6.1 Branding & Licensing Branding Slogans are short, memorable catch phrases used in advertising campaigns designed to create product affiliations among consumers

Branding Slogans Example
LESSON 6.1 Branding & Licensing Branding Slogans Example Dick’s Sporting Goods advertising often features the slogan “Every season starts at Dick’s”

LESSON 6.1 Branding & Licensing Branding To generate excitement about the team’s move from New Jersey to New York, the Brooklyn Nets launched a marketing campaign just after finishing their last game in their old home with the Twitter-friendly slogan #HELLOBROOKLYN

Branding Branding & Licensing Trademark:
LESSON 6.1 Branding & Licensing Branding Trademark: A device that legally identifies ownership of a registered brand or trade name SLOGANS When a brand name or trade name is registered, it also becomes a trademark

LESSON 6.1 Branding & Licensing Trademark

LESSON 6.1 Branding & Licensing Branding In 2011, the NCAA paid $17.2 million to secure the registered trademark for the phrase “March Madness”

LESSON 6.1 Branding & Licensing Branding In 2013, hip hop star Pharrell Williams filed a lawsuit against fellow hip hop star will.i.am of the Black Eyed Peas over the phrase “i am” after will.i.am. allegedly sent Pharrell a cease and desist letter informing him that he owns the rights to all things with an "I Am" element when Pharrell launched a YouTube channel called I Am Other

LESSON 6.1 Branding & Licensing Branding A federal appeals court ruled in 2013 that video game maker Electronic Arts must face legal claims by college players that they unfairly used athlete images without permission and/or compensation

LESSON 6.1 Branding & Licensing Branding Anthony Davis, standout freshman on the NCAA champion Kentucky Wildcats basketball team, trademarked the phrases “Fear the Brow” and “Raise the Brow” just prior to being selected first in the NBA Draft, a reference to his connected eyebrows

Protecting the Brand Branding & Licensing
LESSON 6.1 Branding & Licensing Protecting the Brand Organizations will go to great lengths to protect the brand from a legal perspective According to Michael Napolitano, Licensing Director for Major League Baseball, Major League Baseball spends millions of dollars per year on trademark protection

Trademark Branding & Licensing
LESSON 6.1 Branding & Licensing Trademark According to the Oregonian: “Adidas is well known for aggressively guarding the logo it's used for more than 55 years. It has pursued at least 325 infringement matters in the United States, including 35 lawsuits and 45 settlement agreements, according to court records.” In the summer of 2011, Adidas filed suit against a small California footwear company (Radii Footwear) for trademark infringement, claiming two of Radii’s lifestyle sneakers infringe on the distinctive three stripes synonymous with the Adidas brand

LESSON 6.1 Branding & Licensing What do you think? Radii ADIDAS

LESSON 6.1 Branding & Licensing Trademark In 2012, Rawlings filed suit against rival manufacturer Wilson, over the glove Wilson supplied to Cincinnati Reds star, Brandon Phillips citing the "metallic gold-colored webbing, stitching and lettering" design on the glove as copyright infringement (Rawlings owns the trademark to the term “gold glove”)

LESSON 6.1 Branding & Licensing Trademark Since 1967, Chapman High School in Kansas had been referring to its sports teams as the “Fighting Irish” and featuring a mascot bearing a similar resemblance to the fighting leprechaun logo used by the University of Notre Dame. In 2012, the school received a cease and desist letter from Notre Dame, ordering them to discontinue using the logo. Unwilling to spend the money necessary to challenge the University in court, the school held an art contest to design a new logo for school athletics.

LESSON 6.1 Branding & Licensing Trademark

LESSON 6.1 Branding & Licensing Branding Characteristics of a successful brand include: Positive, distinctive and generate positive feelings and association Easy to remember and pronounce Logo is easily recognizable Implies the benefits the sports product delivers Consistent with the image of the rest of the product lines, organization, and/or city Legally and ethically permissible

Branding Brand Building Brand awareness Brand image Brand equity
LESSON 6.1 Branding & Licensing Branding Brand Building Brand awareness Brand image Brand equity Brand loyalty

LESSON 6.1 Branding & Licensing Branding Brand awareness is the process of working toward maximizing recognition of a particular brand

Brand Awareness Branding & Licensing
LESSON 6.1 Branding & Licensing Brand Awareness Many comic book fans associate comics with Marvel because of brand awareness. Because Marvel has such a strong brand, the Walt Disney Company purchased the company for $4 billion.

LESSON 6.1 Branding & Licensing Branding Brand image refers to consumer perceptions linked to a particular brand such as health, excitement, fun or family For example, the Disney brand is associated with family fun and entertainment

Brand equity is the value placed on a brand by consumers
LESSON 6.1 Branding & Licensing Branding Brand equity is the value placed on a brand by consumers For example, Nike has strong brand equity because consumers have long associated the brand with top level athletes and quality products

LESSON 6.1 Branding & Licensing Branding Brand loyalty is a consumer preference for a particular brand as compared to competitor products or services

LESSON 6.1 Branding & Licensing Brand Awareness In the recreational/sport fishing category, Plano brand tackle boxes have established a loyal customer base, maintaining a significant share of the market year in and year out. In 2009, Plano tackle boxes were again the preferred brand among anglers, representing 55.8% of all tackle box purchases.

LESSON 6.1 Branding & Licensing Brand Awareness Brand loyalty is a critical factor influencing the concept of fandom, the higher the level of brand loyalty, the greater likelihood of an increased level of intensity in fandom. In 2013, the Brand Keys Sports Fan Loyalty Index ranked the “most loyal” NBA fans in terms team (brand) loyalty. According to the report, Miami Heat fans ranked number one overall while Charlotte Bobcats fans ranked last.

LESSON 6.1 Branding & Licensing Brand Awareness Electronic Arts shares jumped 15% just after the video game publisher shared details on its deal with Disney to produce "Star Wars" games, pushing its stock to its highest level in more than a year, thanks to the incredible brand equity that the Star Wars brand has built over the years

Event branding opportunities may include
LESSON 6.1 Branding & Licensing Branding Event branding opportunities may include Naming, Event Offerings Promotions and Co-Promotions Sponsorship Opportunities Merchandising Opportunities Hospitality

Event Branding Naming Rights Branding & Licensing
LESSON 6.1 Branding & Licensing Event Branding Naming Rights ING, a financial institution that provides banking and insurance services, has the naming rights to the popular New York City Marathon

Promotions & Co-Promotions
LESSON 6.1 Branding & Licensing Event Branding Promotions & Co-Promotions PowerBar, another sponsor of the ING NYC Marathon, utilizes its partnership to provide a special promotional opportunity to race participants by offering 20% off all PowerBar products at the PowerBar store online

Event Branding Sponsorship opportunities and presenting rights
LESSON 6.1 Branding & Licensing Event Branding Sponsorship opportunities and presenting rights While ING enjoys the naming rights to the annual NYC Marathon, several other sponsors enjoy “Principal” status, such as ASICS, United Airlines Foot Locker, The New York Times and Timex

Merchandising Opportunities
LESSON 6.1 Branding & Licensing Event Branding Merchandising Opportunities Licensing opportunities are often available which would include the authorized use of a brand, brand name, brand mark, trademark, or logo ASICS is a “principal” (primary) sponsor of the NYC Marathon. Part of their sponsorship agreement provides them with merchandising opportunities in that much of the merchandise sold online or on-site is co-branded by ASICS (they are also the presenting sponsor of the official Marathon Store).

Event Branding Hospitality Branding & Licensing
LESSON 6.1 Branding & Licensing Event Branding Hospitality Companies may have the opportunity to entertain clients, prospective customers and employees with tickets to the event Most events offer hospitality packages, which typically include access to VIP areas and include food and beverages

Branding Forms of Branding Corporate Brand Product Brand Store Brand
LESSON 6.1 Branding & Licensing Branding Forms of Branding Corporate Brand Product Brand Store Brand

Branding Branding & Licensing Corporate brands could include:
LESSON 6.1 Branding & Licensing Branding Corporate brands could include: Walt Disney Company National Football League Apple Corporate Brand: Represents an entire company or organization

Branding Branding & Licensing Product brands could include:
LESSON 6.1 Branding & Licensing Branding Product brands could include: Rock Band Harry Potter iPod, iPhone, iPad Product Brand: Represents a particular product of a company or organization

Branding Branding & Licensing Store Brand:
LESSON 6.1 Branding & Licensing Branding Store Brand: The products retailers sell as their own brands Gander Mountain, an outdoor sports store, carries brand name merchandise from Columbia Sportswear and Wrangler, but also offers many products under the label of Gander Mountain

LESSON 6.1 Branding & Licensing Branding Athleta activewear for women (apparel primarily targeting the niche yoga and pilates consumer) is actually a store brand under the Gap, Inc. umbrella

sports and entertainment business
LESSON 6.1 Branding & Licensing Branding Branding in sports and entertainment business Sports and entertainment organizations and companies work hard to develop strong brands as a means for differentiating themselves from one another Branding provides a unique means for product differentiation in that individuals (athletes, actors, musicians) can have such tremendous impact on sales

LESSON 6.1 Branding & Licensing Branding Branding provides a unique means for product differentiation in that individuals (athletes, actors, musicians) can have a tremendous impact on sales Fans of Johnny Depp will pay to watch nearly any movie for which he plays a role and will purchase DVDs, memorabilia and other licensed merchandise

LESSON 6.1 Branding & Licensing Branding Brand extension refers to the use of a successful brand name to launch a new or modified product or service in a new market

LESSON 6.1 Branding & Licensing Branding Forbes magazine Senior Editor Matthew Miller says “Celebrities are brands, and they are marketing to us and there's stuff we consume off of them, from movies to albums to concerts to books to speaking tours to everything in between, and we sort of all buy into it.”

LESSON 6.1 Branding & Licensing Branding Musician Jimmy Buffett’s list of brand extensions is expansive; from restaurants (Margaritaville cafes) and footwear (Sole of the Tropics flip-flops) to his own radio station on Sirius and a complete line of Margaritaville-branded food and beverages

LESSON 6.1 Branding & Licensing Branding Rap mogul Dr. Dre launched Beats Electronics (makers of high end headphones branded as “Beats by Dre”) in 2006 and in 2011, he sold 51% of the audio company for $309 million

LESSON 6.1 Branding & Licensing Branding According to the South Bend Tribune, the University of Notre Dame director of licensing announced that the University would be selling a Notre Dame branded cologne and perfume by 2013, with 3.4-ounce bottles expected to retail for $62

LESSON 6.1 Branding & Licensing Branding The entire Pirates of the Caribbean film franchise is an extension of a Disney brand (originally a theme park ride) that has been around for years and the films have now made nearly $3 billion at the box office (that is the booty from the films alone, not including licensed merchandise sales, which range from Halloween costumes to nail polish to lamps)

LESSON 6.1 Branding & Licensing NBC’s hit reality show “The Biggest Loser” has spawned a number of brand extensions over the past few years, ranging from Biggest Loser drink mixes and exercise DVDs to cook books and video games. Through its various brand extensions, the Biggest Loser brand generates an estimated $100 million annually.

LESSON 6.1 Branding & Licensing In 2011, the Food Network began offering concessions items at eight Major League ballparks, including the “Red, White & Blue” steak sandwich which was developed specifically for stadium cuisine in the Food Network kitchen in New York City

LESSON 6.1 Branding & Licensing HBO’s wildly popular “True Blood” series has spun off several products inspired by the show, including novelty costumes, themed fangs, comics, and a cookbook

LESSON 6.1 Branding & Licensing ESPN has since grown to include ESPN2, ESPN News, ESPN Classic, ESPNU, ESPN Deportes, ESPN Films, 47 international channels; the largest sports-radio network in America; a magazine (ESPN the Magazine), restaurants (ESPN Zone), and a website that clocks 52 million unique visitors a month; and its own $100 million theme park in Florida

Branding Importance of a Strong Brand Branding & Licensing
LESSON 6.1 Branding & Licensing Branding Importance of a Strong Brand There are a number of benefits associated with the development of a strong brand: Strong brands have the power to create business value and impact more than just corporate revenues and profit margins Strong brands also create competitive advantage, command price premiums and decrease cost of entry into new markets and/or categories Strong brands reduce business risk and attract and retain talented staff

LESSON 6.1 Branding & Licensing Branding The Harry Potter brand continues to enjoy unparalleled success, even while the global economy continues to sputter. With the release of the last of the Potter film in 2011, estimates place the value of the Potter brand to be somewhere in the neighborhood of a remarkable $15 billion.

LESSON 6.1 Branding & Licensing Branding Rebranding is the updating or creation of a new name, term, symbol, design, or a combination thereof for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors

LESSON 6.1 Branding & Licensing Branding Re-establishing brand position and strengthening the brand is a critical component for maintaining a strong brand Gatorade determined it needed to see more growth within the teenage segment of its customer base so it launched the “G Series” campaign

LESSON 6.1 Branding & Licensing Branding Often times a re-branding effort includes the development of a new logo or the alteration of an existing logo. NBA’s Charlotte franchise changed their name from the Bobcats to the Hornets (the franchise’s original nickname) and the New Orleans Hornets changed their name to the Pelicans

LESSON 6.1 Branding & Licensing Branding Re-branding requires careful planning and exceptional attention to detail According to the Charlotte Observer, Charlotte’s rebranding effort cost the franchise nearly $3 million but has resulted in an immediate uptick in sales, with an increase of 59% in new ticket sales and a significant boost in sponsorship and merchandise sales

LESSON 6.1 Branding & Licensing Branding Co-branding is the practice of using multiple brand names to jointly promote or market a single product or service Copyright © 203 by Sports Career Consulting, LLC

LESSON 6.1 Branding & Licensing Branding In 2012, Reebok and Marvel partnered to launch a limited edition sneaker collaboration featuring shoes inspired by some of the most popular characters in the Marvel Universe (including Wolverine, Spider-Man and Captain America among others). The co-branded kicks were available online and through Foot Locker retail stores.

LESSON 6.1 Branding & Licensing Branding In 2012, the Collegiate Licensing announced a partnership with Barbie for a co-branded, University-themed Barbie doll collection featuring Auburn University, The University of Alabama, University of Arkansas, and Louisiana State University.

LESSON 6.1 Branding & Licensing Branding The Sports Business Journal reported a co-branding arrangement between Mountain Dew and 7-Eleven in which they filmed several commercial spots featuring some of the soda brand’s athletes, including skater Paul Rodriguez, snowboarder Danny Davis and skater Keelan Dadd. PepsiCo and 7-Eleven will share the production costs for the spot, which will run during coverage of the 2013 Dew Tour.

Top Brands Branding & Licensing
LESSON 6.1 Branding & Licensing Top Brands A brand analyst and strategy company (Millward Brown Optimor) annually ranks the world's most powerful brands measured by their dollar value Apple Google IBM McDonald’s 5. Coca-Cola 6. AT&T 7. Microsoft 8. Marlboro 9. VISA 10. China Mobile

LESSON 6.1 Branding & Licensing Top Brands Top sports/entertainment industry related brands of 2013 according to Millward Brown Optimor’s annual rankings 1. Apple 7. Microsoft 14. Amazon 28. Disney 56. Nike

LESSON 6.1 Branding & Licensing Top Brands The latest Forbes magazine ranked the most valuable sports team brands globally based on overall brand value (defined as “the portion of a team's overall value that is derived from its name”) New York Yankees (MLB) - brand value: $340 m Manchester United (UEFA) - brand value: $269 m Real Madrid (UEFA) - brand value: $264 m Dallas Cowboys (NFL) - brand value: $193 m Bayern Munich (UEFA) - brand value: $179 m

LESSON 6.1 Branding & Licensing Top Brands The latest Forbes magazine ranked the most valuable sports business brands globally based on overall brand value (defined as “the portion of a team's overall value that is derived from its name”) Nike – brand value: $16 billion ESPN - brand value: $11.5 billion Adidas - brand value: $6.8 billion

LESSON 6.1 Branding & Licensing Top Brands The latest Forbes magazine ranking of the most valuable event brands based on overall brand value Super Bowl – $470 million Summer Olympics - $348 million FIFA World Cup - $147 million

Lesson 6.1 – Branding.

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